Overview of the Netflix Idents

Overview of the Netflix Ident

This is an overview of the Netflix ident. If you have any questions regarding the use of the Netflix ident, reach out to your Netflix representative. Ident assets may be accessed here:

Netflix Idents

Ident Versions
There are three versions of the Netflix ident: Product, Theatrical Head and Theatrical Tail.

Whenever used, the ident should match the aspect ratio, frame rate, resolution and audio configuration of the content it is paired to.

Product
The Netflix encoding workflow has the ability to add the ‘Product’ ident before and after the program for service. IMF packages (the primary audio/visual format used for the delivery of final content for service) are usually delivered ident-free.

Do not include Netflix idents in your IMF package delivery unless previously discussed with your Netflix representative.

The ‘Product’ ident is also utilized before and after the program for theatrical screenings of episodic content (series, limited series, content with multiple parts, etc.). This version is (4) seconds in duration [or (96) frames at (24) frames-per-second]. The image is accompanied by the Netflix “Tudum'' ident audio.

The ‘Product’ ident is available in the following formats:

*For each HDR/Dolby Vision TIF source, there is a corresponding Dolby Vision metadata XML (available for either 1000-nit or 4000-nit mastering displays) that must be used in combination with the TIF image sequence.

Theatrical Head
The ‘Theatrical Head’ ident is utilized before the program for screenings of standalone/non-episodic content only (narrative features, documentary features, shorts, comedy stand-up specials, etc.). It is natively (24) frames-per-second. This version is (18.7) seconds in duration [or (449) frames at (24) frames-per-second], which includes (1) second of black/silence at the beginning. The image is accompanied by the Netflix ident musical score.

The ‘Theatrical Head’ ident is available in the following formats:

Theatrical Tail
The ‘Theatrical Tail’ ident is utilized after the program for screenings of standalone/non-episodic content only. It is natively (24) frames-per-second. This version is (6) seconds in duration [or (144) frames at 24 frames-per-second] which includes (1) second of black at beginning and end. The image is accompanied by silence/MOS.

The ‘Theatrical Tail’ ident is available in the following formats:

Aspect Ratio
The original aspect ratio for the Netflix ident is 16x9 1.78 full-frame, all other aspect ratio variations are derived from this original version. Aspect ratios greater than 1.78 are created by applying a crop/matte to letterbox the image.

Original 1.78 Full Frame

Cropped/Matted 2.00 Letterbox

If you are unable to crop/matte to match the aspect ratio of the program, and require an alternate version, contact your Netflix representative.

Implementation for Service
Do not include Netflix idents in your IMF package delivery unless previously discussed with your Netflix representative.

If you wish to simulate how your content will appear on the service, the formatting is as follows:

[Beginning of Asset]
Black/Silence, (1) second
'Product' Ident, (4) seconds
Black/Silence, (1) second
[Start of Program]
[End of Program]
Black/Silence, (1) second
‘Product’ Ident, (4) seconds
Black/Silence, (1) second
[End of Asset]

When delivering an ident-free IMF package (the most common workflow), the package must still include the second of black/silence before and after program, the formatting is as follows:

[Beginning of Asset]
Black/Silence, (1) second
[Start of Program]
[End of Program]
Black/Silence, (1) second
[End of Asset]

Implementation for Episodic Screenings
Screening assets for episodic content should utilize the ‘Product’ ident before and after the program, the formatting is as follows:

[Beginning of Asset]
Black/Silence (1) second
‘Product’ Ident (4) seconds
Black/Silence (1) second
[Start of Program]
[End of Program]
Black/Silence (1) second
‘Product’ Ident (4) seconds
Black/Silence (1) second
[End of Asset]

Implementation for Standalone/Non-Episodic Screenings
Screening assets for standalone/non-episodic content should include the ‘Theatrical Head’ ident before the program and the ‘Theatrical Tail’ ident after the program. The formatting is as follows: